Understanding what a brand is allows you to better present and represent your organisation’s identity. Here’s a look at how Persuasive Brands defines branding.
“A brand is a set of perceptions and images that represent a company, product or service. A brand is the essence of promise that will be delivered or experienced. Brands enable a buyer to easily identify the offerings of a particular company. Once developed, brands provide an umbrella under which many different products can be offered, providing a company [with] tremendous economic leverage and strategic advantage in generating awareness of their offerings in the marketplace.” From http://www.persuasivebrands.com.